The “OnePlus One” phone, made by Chinese manufacturer OnePlus is said to have the key features of a $600 Samsung Galaxy S5 phone for half that price. Previously, you could order one only by invitation, but they’ve recently started selling them to the rest of the world on OnePlus.net. As Bugs Bunny used to say: “You know, of course, that this means war.”

It was inevitable that smartphones would start to come under price pressure, and this seems to be the opening salvo. The16 gigabyte version in white is $299 and the 64 gigabyte version is black and $329. It’s getting high marks for call quality, camera, battery life, ease of use, app availability, and speed. The web site says you can buy them until they run out; it’s a small company, but likely to get bigger.